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In 1998, Rockarchive was established by acclaimed music photographer Jill Furmanovsky as an homage to the Magnum Photo Agency. Jill wanted to make her work along with that of other music photographers and visual artists more affordable for fans and collectors to buy after spending nearly thirty years photographing several of the biggest bands in rock history. Jill chose 30 timeless black and white photographs of significant rock musicians from her 30-year library to create an edition of 30 darkroom prints as the group's first project. Edition 30/30/30, as it came to be known, was Rockarchive debut collection. More than 80 photographers and graphic artists have contributed to the collection since then, which presently publishes over 1000 photos.